A Study Of Product Characteristics Of Nirvana Fitness Club In Beijing

After market economy taking place in china, the fitness market of our nation has entering a rather fast developing phase and all kinds of fitness club spring up. But at the same time, some problems of the commercial fitness clubs show up during the developing process. Compared with the foreign countries, most of the clubs in our country lag a lot in the aspects of management, service, marketing, etc. our nation has a large population and the economy develops better day by day, so the potential of the fitness market is huge. Capital, court and people are not the main reasons restricting its development, and only by offering the suitable products and services, can we flourish the fitness market through the suitable marketing methods in China. In the body fitness industry full of competition at present, it is worthwhile to learn the experience of product management of some excellent clubs.This thesis takes the Nirvana fitness club of Beijing as its researching object and analyzes the characteristics of the product with the methods of literature review, questionnaire, interview, and mathematical statistics. The results are listed as follows:1. The management of product mixture is a very important part of product strategy of nirvana fitness club. The product lines and the items of the product mixture will differentiate in the changing market and some product lines will get higher profit but some will decrease. According the questionnaire and research we know Nirvana club will often analyze the present market condition and its tendency of all the product lines and the items in the product mixture to make a decision to improve the present products, to develop the new products and to wash out the out-of-date products. Nirvana club realizes that unless the club renews the product lines ceaselessly and timely, widens or cuts the width and extends or shorten the length of the product lines respectively, the products can reach a best dynamic mixture condition.2. The theory of product life circle is one of the main theories in managing the products for Nirvana club. The managers of Nirvana try to make their products to have a longer sales circle to earn enough profit for compensating all the effort and suffered risks when introducing these products. It is clear for the managers that the club has to research and apply the theory carefully. With this theory, Nirvana club judges the phases of its product life circle so as to manage its product mixture. Finally the club can make its products in a best mixture condition.3. Nirvana is a high-end fitness club, and its products and services are the main marketing content. The core products of Nirvana are all the kinds of fitness items. The present condition of the product of the Nirvana club is the result of product management by using the theory of product life circle, for from the beginning the club has already applied the theory as the main fundament to combine all the sport products. Nirvana tries its best to arrange as many sport lines that people love as possible, extends the items that people love best to satisfy the need of the customers. In this way the club can retain its members and attract more customers and then can improve its core competence and economic profit.